Similar to Iceland's Lulla Doll, the Riff Raff toy uses sound as a means to help your bub fall asleep and stay asleep. Press its right ear and a soothing lullaby will play. Press the left and Riff Raff plays white noise along with a soothing heartbeat sound for 20 minutes.

The doll has been gaining popularity fast. At $64, the toy is significantly cheaper than the Lulla Doll, which may explain some of its success. But the company's clever marketing technique may have something to do with it too.

Inspired or annoying?

The technique sure has been getting the Riff Raff toys a lot of attention, but is it just a matter of time before mums get overwhelmed by the process?

"A lot of mums in my mum's group are raving about the Riff Raff baby sleeping toy at the moment," one Facebook group administrator told Kidspot.

"It's just one post after the other right now and they swear by how well it works for their bubs."

"Lots of mummies are trying to get their free toy by posting their referrals in the various conversation threads," she said.

"I can't blame them as they're not cheap, but everyone seems to be trying to do it at the same time. We're deleting them as they come in so as to not have the situation escalate, but if we didn't, it would be pretty annoying for users."

That said, it looks like the marketing technique is working.

"It's even better than the Lulla Doll by all accounts," the same administrator said. "I'm definitely considering getting one for my 18-month-old."

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